marketing landscape

This guide was written to help enterprise marketing executives understand what it takes to implement a sustainable SEO strategy amidst an ever-changing search landscape – and how to pick the right partner to lead them to success.

The endpoint security market continues to expand with vendors old and new marketing their solutions as “next generation” game-changers. However, closer inspection reveals that many new solutions have been built on old platforms, many of which still rely heavily on signature-based detection and obsolete architecture. Navigating this crowded vendor landscape can be challenging — how does the buyer find the true next-generation protection today’s targeted, advanced threats demand?
A new white paper, “The Five Essential Elements of Next -Generation Endpoint Protection,” offers guidance on how to see through the hype and understand the critical must-have elements that meet true next-generation criteria and set a new standard in EPP.
Download the white paper to learn:
Details on the five essential capabilities that define true next-generation EPP and why they are so important
A matrix that evaluates and compares the potential impact of different solutions
A list of top questions to ask ve

A fundamental people-process-technology transformation enables businesses to remain
competitive in today’s innovation economy. Initiatives such as advanced security, fraud detection
services, connected consumer Internet of Things (IoT) devices, augmented or virtual reality
experience, machine and deep learning, and cognitively enabled applications drive superior
business outcomes such as predictive marketing and maintenance.
Superior business outcomes require businesses to consider IT a core competency. For IT, an
agile, elastic, and scalable IT infrastructure forms the crucial underpinning for a superior service
delivery model. The more up to date the infrastructure, the more capable it is of supporting the
scale and complexity of a changing application landscape. Current-generation applications must
be supplemented and eventually supplanted with next-generation (also known as cloud-native)
applications — each with very different infrastructure requirements. Keeping infrastructure up

Every day we use location apps on smartphone devices to get us where we need to go, and to find services and products we’re looking for.
However, smartphone location apps aren’t just helping individuals navigate their way around. Forward-thinking businesses are using these apps to help them get their messages straight to the right audience, at the right time, too.
It’s why the connected car and in-map location marketing is a growing area of opportunity—helping companies to meet KPIs whilst transforming the landscape of marketing at the same time.
This on-demand webinar with experts from HERE and eMarketer discusses how to improve location-based audience segmentation and build a more accurate consumer profiles, as well as how real-time location targeting enables hyper-targeted marketing campaigns.

In the past, the production of professional quality corporate videos was delegated to outside agencies. Corporate business units hired marketing firms and video production houses because those outside agencies were the only ones with both the required expertise and the expensive equipment needed to generate high-quality results.
Quantum teamed up with the Communications Media Management Association (CMMA) to survey their members—media production managers from leading enterprises—to learn more about the benefits and challenges of creating video in-house.
Download the eBook, “The Changing Landscape of Corporate Video Production” to get the following questions answered and more:
• Will in-house creative teams continue to ramp up in production?
• What video formats are they currently producing and delivering?
• How are they archiving their content?
• What challenges are in-house teams facing as they generate more content?
Today, that is changing. As the cost of video production technology drops, more corporations are recognizing the value of bringing production in-house. According to a recent report by Vidyard, 85% of businesses surveyed now have internal staff and resources producing videos in-house.

As the marketing landscape continues to shift and evolve, marketers are being tasked with a multitude of responsibilities, not the least of which involves adopting new platforms and strategies to operate in a real-time world and provide relevant content across every conceivable delivery platform. This has opened a whole new world of challenges—and opportunities—for marketers as personalization has been brought to the forefront of the strategy for many organizations. These requirements are making it all the more imperative for organizations to be able to craft robust experiences that are targeted to the needs and desires of all of their customers. In a world where customers have a multitude of options for nearly everything they are looking to purchase—and where new contenders are willing to offer almost anything to gain their business and loyalty if given the opportunity—the demand to know and effectively engage customers has never been greater. Download this whitepaper and discover how

The marketing landscape is changing before our eyes. New entrants, empowered consumers, and fragmented media options require marketers to change their tune – forever. Learn to prepare for the new environment and how to measure your success.

As the marketing landscape continues to shift and evolve, marketers are being tasked with a multitude of responsibilities, not the least of which involves adopting new platforms and strategies to operate in a real-time world and provide relevant content across every conceivable delivery platform. This has opened a whole new world of challenges—and opportunities—for marketers as personalization has been brought to the forefront of the strategy for many organizations. These requirements are making it all the more imperative for organizations to be able to craft robust experiences that are targeted to the needs and desires of all of their customers. In a world where customers have a multitude of options for nearly everything they are looking to purchase—and where new contenders are willing to offer almost anything to gain their business and loyalty if given the opportunity—the demand to know and effectively engage customers has never been greater. Download this whitepaper and discover how

Real-time marketing is one of those buzzwords that sounds good. But, when you ask someone what it means, you get a pretty fuzzy answer.
So, we decided to clarify that answer with exclusive research, produced in association with Econsultancy, that provides a snapshot of the real-time marketing landscape in 2014. Inside this report, you’ll learn how to leverage best real-time marketing practices to drive better customer experiences and increased revenue.

As the healthcare landscape continues to move toward a customer-centric approach, there’s a lot healthcare can learn from retail. More specifically, lessons from retail call centers offer the healthcare sector best practices to provide better personalization in their engagements with consumers and patients – before and after clinical encounters.
This guide explores three ways retail call centers provide experiences that healthcare leaders can incorporate to provide the personalization needed to impact consumers in today’s evolving healthcare marketing landscape.

In the beginning, the marketing landscape was easier to navigate, with just a few select channels to reach your customers through. However, as it constantly evolves, this landscape is quickly becoming a fragmented world. In the frantic scramble to become king of the hill, marketers grab hold of as many channels as they can, but often without an overall strategy to pull together one uniform message. The result? They spread themselves thinly across multiple channels, which results in shattered messaging.

As you likely know, mobile testing is the art and science of building, running, and analyzing optimization tests for mobile customer experiences. What you may not know, like many marketers, is how to do mobile testing really well. It starts with a solid mobile marketing strategy and ends with an effective mobile experience.
Download this guide for the best advice from analysts, engineers, and thought leaders on how to help mobile-minded businesses master the non-desktop landscape.

The terms "customer segmentation" and "customer predictive modeling" are often used interchangeably, however, they're very different and support different business objectives. This paper explains why both are required to effectively compete in today's customer-centric marketing landscape.

Does the future of digital trust lie in artificial intelligence (AI)?
Join the conversation between Valerie Bradford, product marketing manager at IBM Security, and Andras Cser, vice president and principal analyst serving security and risk professionals at Forrester, to discover how AI is changing the landscape of digital identity.
Key takeaways:
Understand how AI is helping organizations respond to current changes in the threat landscape.
Examine how companies are using AI to establish trust in digital identities.
Hear how AI is changing the end-to-end customer journey by improving the digital experience.

Both are fueled by a drive for progress, for pushing
boundaries and advancing the status quo. In these fields,
new trends are like a currency. Keeping ahead of the
next big trend means being aware of the next big seller
and allocating all the right resources – fashion design,
manufacturing, and marketing – for maximum impact.
Miss the hype and the next fashion season is bound to
hurt the bottom line.
New trends are also important to marketers because
owning a new trend is a way to differentiate in today’s
fast-moving digital landscape. It’s a way to stand out
from the pack by investing strategically in the right
approaches and technologies at the right time, then
reaping the benefits organically by leading where others
follow. Naturally, making these decisions requires a bit
of trial and error. Nobody has a magic crystal ball that
guarantees success. But as a rule of thumb, the companies
winning in digital marketing are the ones willing to
adopt new technologies while keeping an sharp.

It’s no secret that Account Based Marketing (ABM) has emerged as one of the most buzzed about trends within the B2B marketing world. As ABM evolves from a new, cutting edge tactic into a well known, trusted strategy, some B2B marketers are knee deep within their ABM journey, while others are still in the discovery process, searching for a better understanding before seeking buy-in. Among the array of questions that these marketers have, many
are wondering: just how essential is Account Based Marketing to my organization’s success? What challenges are my peers facing when leveraging ABM? How is ROI from ABM being measured? How much success are my peers achieving? And looking ahead, how will ABM fit in the B2B marketing landscape?
To better understand these questions, Argyle Executive Forum, in partnership with Oracle Marketing Cloud, surveyed leading B2B CMOs and marketing executives across the U.S. to better understand how they’re incorporating ABM into their marketing strategies, wha

To say the marketing technology landscape or ecosystem is a crowded space would be an understatement of monumental proportions. Before you consider that to be just an exaggeration,
consider the following:
• There are nearly 4,000 martech solutions on the market today.
• That number has increased over 2500% since 2011.
And if you think marketing was the last area to benefit from a tech boom, you would be right according to Brian Hansford, Director of Client Services for Heinz Marketing.

In this MarketScope report, Gartner evaluated seven group video conferencing vendors on business model, customer experience, market responsiveness and track record, marketing execution, product strategy, and overall viability. They conclude that the introduction of personal and mobile endpoints is dramatically reshaping the landscape for group video collaboration, and that IT leaders should align their video portfolios for maximum utilization and strategic fit with their related investments in collaboration and unified communications.

In today’s era of immediacy, consumers are more demanding than ever. To keep up with customer
expectations, brands are starting to invest in Voice of the Customer (VoC) programs that employ a
closed-loop process.
Ask any CX, research, or marketing executive, and they will tell you that gone are the days when the
customer marketing landscape was represented by a one-way dialogue for engaging prospects. Today,
market leaders are shifting their listening and response mechanisms faster as VoC programs represent a
huge opportunity for driving loyalty and increased sales.
A recent study sponsored by American Express®—the American Express Global Customer Service
Barometer—showed that U.S. consumers are twice as likely to tell others about a bad service than
they are to share about a positive experience.¹

Email excellence is a moving target. Improve your aim and stay on top of the trends. Download Top Email Trends of 2010 to find out what you should watch for and why, and to review the top trends every email marketer must understand in order to remain effective and relevant in the years to come. Learn how to optimize email delivery rates, ensure message integrity and readability, and to protect your online reputation in a rapidly evolving and complex email marketing landscape.

As the marketing landscape changes, marketers need to change the way they interact with their customers. In order to help you avoid common pitfalls, we present the Top 5 Video Marketing Mistakes of 2015.

Effective collaboration between marketing and IT continues to be crucially important. As we enter an era where our business agility will be defined by the flexibility of operation of our marketing tools, technology in marketing is a key focus.
Read ‘The guide to building your marketing technology stack’ to learn more about how technology can enhance every area of marketing:
• Rediscover the technology in marketing landscape
• Explore the latest in marketing automation
• See how content and social fit into your overall strategy

Content marketing has changed the landscape of brand marketing and digital advertising, so why hasn’t it done the same for rep enablement across your sales and customer support channels? Here are our 4 tips on how to empower your sales reps with better, smarter, real-time, mobile content.

This Executive Summary is the first part of a two-content piece series to help B2B marketing and sales executives understand and optimize the telemarketing landscape as it exists today. We've heard that cold calling is dead, but is it really? Account Based Marketing (ABM) strategies include this component as do solo efforts to convert interest. Does it really work? If it does, how to discern what strategies are best? Read this two-part series and understand today's B2B buy cycle challenges and how your peers are optimizing the phone as a channel.